From today, Engine’s client NHS Blood and Transplant is uniting with blood donor organisations across 21 countries to highlight an almost 30% international drop in blood donation.

The integrated Missing Type campaign, which first ran in England and North Wales back in 2015, this year brings together 25 blood services from 21 countries covering one billion of the world’s population. All calling for new donors to ensure blood donation for future generations.

A number of high profile brands and organisations are backing the campaign, and the Engine team – comprising WCRS, Trailer Park and MHP Communications – has been working together to create a brilliant new TV ad featuring some of these partners, who include Microsoft, Boots, Warburton’s, Manchester City, Santander, TFL and Odeon.

Other major supporters include Lloyds Bank, Paddy Power and Royal Mail, who have issued a special postmark for all letters sent in the UK this week to support the campaign.

Throughout the week As, Bs and Os, the letters of the main blood groups, will disappear in everyday and iconic locations around the globe, including Australia, America, Japan, South Africa and Ireland.

On top of this, patients from around the world have thanked blood donors in a moving video to highlight that in a world without As, Bs and Os, they would not be here. Alongside celebrities from around the world, who will be demonstrating their support for the movement throughout the week.

NHS Blood and Transplant’s donor recruitment work, including last year’s Missing Type campaign, the introduction of a digital real time booking system, and the use of social media to recruit new donors, have led to an increasing number of people signing up and starting to donate. But new donors are needed every year to replace those who can no longer donate as well as ensure the right mix of blood groups to meet patient needs now and in the future.

You can show your support for the campaign on Twitter, Facebook and Instagram by dropping the letters A O and B from your name and using #MissingType.